Veteran Media Strategist Mark Ramsey has updated his summer
statement during his hivio: sharing ideas confab, that radio listening by the total population
had declined by 9% in three years.
Ramsey says the more accurate figure is a 13.3% decline from
1010 to 2013.
He cites new data just published by the RRC and provided by
Arbitron:
According to Ramsey, the chart depicts the percentage of the
total population using measured media (PPM) across the 30 markets measured by
PPM since 2010 – the 30 markets important enough to be measured by PPM.
He says the graph indicates a steady decline in Persons
Using Measured Media since 2010. This is listening to all radio, not just public
radio.
He adds that if you believe in the veracity of PPM –
especially when aggregated across many markets and numerous time periods – the
conclusion is unavoidable: Overall usage to radio is declining.
In his hivio presentation Ramsey compared these declines
across media and explained them as utterly predictable. Indeed, such a decline
is neither good nor bad, it simply is. The real issue is: What do you do now?
To watch hivio presentation: Click Here.
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